Creativity and Marketing
And how they fit together.
Creativity marketing and how these two ideas fit together.
It’s reiterate the digital marketing cost.
Hi, it’s Clint and welcome to reiterate, I think since the beginning of advertising, the focus has been on the creative process and creativity. And this leads to the ideas of things like key visuals, big concept, and the creative execution as the primary foundation of how marketing and advertising works.
Sure. It’s great to have a lovely looking product. It’s fantastic to have a key visual. It really resonates with the client, the target market, the product, the category, whatever it is. But is creativity limited to the visual and audio aspects of the things that we see around us? I think what’s happened over the last five to 10 years is that creativity has been misconstrued and put in a box as this idea where things are put together that look and sound beautiful.
Creativity in the new market in the new economy has got a lot less to do with those notions of creativity and a lot more to do with the way in which we use channels. The way in which you use Datta and the way in which we communicate with our customers than simply a great headline with a great visual.
Now. I know that this has created some problems in the industry over the last couple of years, and I see many copywriters, especially battling with the idea of this new creative process. I see many creatives in general floundering because they are stuck in the mindset that it creative execution is the most important thing.
To my mind, creatives, the ones who have the brains to problem solve. And that for me is the key to creativity. Need to be taught differently and need to start thinking differently about what creativity means. Creativity could mean the design of an amazing flow where a customer goes down a funnel, where they go through some experience to help them to choose the product or service that you are selling.
More often than not. This creative process does involve a key visual. It might involve some type of copy, but it involves a lot more than that. And it’s really important for creative people, especially new ones in the industry, to stop thinking about the idea of being a graphic designer or an alternate to, or a copywriter or a photographer and thinking of the entire process.
And the cool thing about this is that the new creators have been brought up in this world. Intrinsically understand what good creative is because they experience good and bad every day. The way in which your Yuba arrives, the way in which you order your Uber eats, the way in which you can check into an and B are oral examples of possibly good creative, maybe not good business, depending on where you sit on the thought around those particular models.
But think about how that and the creative experience around a user journey using Uber is fundamentally different to, while that’s a really cool visual on a billboard, and because I’ve seen it, I really think I need to choose an Uber and not drive my car to the pub. So creativity has changed. Well, not creativity, the way in which we need to view creativity has changed.
And perhaps the skills that were valid in the past are becoming more akin to find art. So illustration, almost poetry on a page. Yes, there’s lots of room for it, but there needs to be room for the new idea of problem solving and problem solving is at the heart of all creative endeavors. So start to think about your creative process a little bit differently.
Start to look at the strategy if you’re a creative and start to understand where the creative strategy fits in with the work that you’re doing. The strategy says we need to get product X in front of person B and we need them to buy it within 10 days. Your creative process is not about the key visual.
That’s the last thing we need to worry about. It’s not necessarily about a great copy line. When last did you buy something? Because the copy line was amazing. So Nando’s is a great example of this. The creative executions that you see are great and they’re topical and they’re fun, but they don’t necessarily move product.
People buy nendos for different reasons, and the people that buy Nana’s unnecessarily, the ones that love the advertising and vice versa. So the key here for me is to think of the creative process as the process that solves problems. It doesn’t necessarily mean I need a key visual and a great copy line.
Think about user journeys. Again, think about the way that people interact with your product or brand and think about ultimately what’s going to make them buy that product and how you can make that really easy for them. A great creative campaign may be looking at the path to market and the positive purchase and saying, for this campaign, what we’re going to do is not do a campaign.
We are going to help you restructure your checkout prices on your website. It’s too complicated. Think about how fundamentally that changes the role of creativity within the advertising and marketing realm. It’s not what it was. I really, really wish that a lot more senior creditors would understand that, and I wish the junior creatives would be given the opportunity to explore creativity and problem solving rather than, here’s a great key visual.
Here’s a mockup, sell the concept. And execute something that goes into a store. It’s great for brand awareness. It doesn’t shift product necessarily, and there are better ways to spend our time. We don’t need another Edvard to sell toothpaste. That’s it for this week. I’m glad you tuned in and thanks for your feedback.
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